SUPERCHARGE YOUR WEBSITE + THIRD-PARTY MARKETPLACES

(like Amazon & Wayfair)

MEET YOUR SPEAKERS

Joe Harris

Partner, Development

Whereoware

Ray Allegrezza,

Business Consultant,

Former Editor in Chief of

Furniture Today

PRESENTATION AGENDA

What is product data?

Why should you master product data?

PIM System 101

Product FastLane Demo

Key Takeaways

Optimize and Clean your Data

TWEET WITH US

#WOWWebinar

Meet Whereoware

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ABOUT WHEREOWARE

Award-winning digital agency for 18 years, specializing in:• E-commerce• Personalized websites• Marketing automation• SEO/PPC services• Mobile sales force applications• Data integrations• Products

Our ultimate goal is to use digital means to solve our customers toughest challenges and make them profitable online.

OUR PRODUCTS

Get the full scoop on our products at: www.whereoware.com/products

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OUR CLIENTS

WHY SHOULD YOU MASTER

PRODUCT DATA?

“98% of all shoppers have decided against buying due to errors in a retailer’s

site content.”

-Episerver

“79% of respondents said it was very important that a website had high quality,

complete product data.”

-Retailer Web Services

“76% said when a site has poor quality or missing product data, they leave and shop a

competing website.”

-Retailer Web Services

WHAT IS PRODUCT

DATA?

PRODUCT DATA POWERS YOUR CUSTOMER SERVICE TEAM, E-COMMERCE SITES + THIRD PARTY MARKETPLACES:• Product names• Product descriptions• Materials, finishes, colors• Pricing• Inventory• Case/Pack• Other Attributes

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Everything visible on this category page is driven by a product data file.• Product category• Product name• Item number• Size specs• Image

PRODUCT DATA POWERS YOUR DIGITAL PRESENCE

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PRODUCT DATA POWERS YOUR DIGITAL PRESENCE

Everything visible on this product detail page is driven by a product data file.• Alternate images• Product description• Designer• Weight + Dimensions• Shipping options• Availability

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WAYFAIR SKUMANUFACTUR

ERNAME PART NUMBER OPTION Product Type Style Theme Holiday Theme Holiday Seasonal Theme

DEFINITIONWhat type of product is

this?

What is the style of this product? A style is the type of décor that this

product is meant to match with.

What is the theme of this product?

Does the product feature any particular holiday

theme or design?

What particular holiday theme or design does this

product feature? Select all options that apply.

Does the product feature any particular seasonal

theme or design?

DATA TYPE

Please choose from the following: Cloches and

water globes; Hourglass; Letter blocks; Sculpture;

Bust; Decorative bird cage; Decorative bottle;

Please choose from the following:

Country/Cottage; Coastal; Industrial; Traditional;

Contemporary; Modern; Asian Inspired; Rustic;

Please choose from the following:

Cooking/Eating; Dancing; Family; Fantasy; Historic;

Literature; Music; Religious; Sports and

Yes or No

Please choose from the following: Birthday;

Graduation; Wedding; Valentine's Day; St.

Patrick's Day; Passover; Easter; Mothers' Day;

Yes or No

DATA DRIVES YOUR 3RD PARTY MARKETPLACES

Data files even drive our third party marketplaces. It can be time consuming, though, because each 3rd-party marketplace requires its own data spec.

Below, we see Wayfair’s data spec left, and the page the end user sees, right.

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DATA DRIVES YOUR 3RD PARTY MARKETPLACES

Here’s a different data file from Amazon.com.

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+ GOOGLE/SEO/PPC

Google also has a product data spec to feed product information into their algorithm.

To the right, you see how this data is viewed by the end user in paid advertising (Google Shopping and pay-per-click ads) and natural search.

CLEAN YOUR DATA

Clear FormatsCLEAR FORMATTING 01

3 EXCEL BASICS FOR CLEAN DATA

02TRIM ProperCLEAR SPACES + CORRECT CAPITALIZATION

03ConcatenationCOMBINE DATA FROM MULTIPLE COLUMNS

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1. First, paste your data “As Values” into a new Excel.

01 CLEAR FORMATTING1.

3.

2. Highlight all data3. Editing tab > Clear > Clear Formats.

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1. TRIM: removes extra spaces

2. PROPER: makes first letter of each word upper-case

3. UPPER: makes everything uppercase

4. LOWER: makes everything lowercase

Example:

=trim(proper(B2))

02 CLEAR SPACES + CORRECT CAPITALIZATION

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02 TRIM PROPER1.

2.

3.

1. Write “=,” in the desired column, or simply Select Insert Function. Search for “Trim” and press okay.

2. In the text field, type “proper( and select your cells. Close the parenthesis.

3. Pull the right hand corner of the cell to apply the formula to all cells in that column.

Voila! All the Manufacturer names are capitalized consistently and the extra zeros are gone.

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03 COMBINE DATA FROMMULTIPLE COLUMNS

(CONCATENATION)

1. Write “=,” in the desired column. Select Insert Function. Search for “CONCAT” and press okay.

2. In the first text field, select your Product Name cell. In the second, type a space (the field will replace that with “ “ signifying a space. Select your Product Color cell in the third text field.

3. Pull the right hand corner of the cell to apply the formula to all cells in that column.

Voila! You’ve joined Product Name and Product Color into a single cell.

1.

2.

3.

OPTIMIZE YOUR DATA

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OPTIMIZE - CAPTURE ATTENTION + GET THE CLICK

Great Product Titles and Descriptions…

Focus on the Customer’s Values what do they want in a product?

Use descriptive, targeted keywords to boost SEO

Are concise and easy to scan

Tell the customer what to do (CTA)

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Original: 3 styles: 8" matte gold metal vertical bar necklace

Revised: This elegant 8-inch matte gold vertical bar necklace engraved with “love” is a versatile accessory with reversible engraved sentiments and cute tassel detail. Boxed and ready to give, this gift is guaranteed to make her smile!

With the revised version weave in product features and benefits:

OPTIMIZING PRODUCT DESCRIPTION

PIM SYSTEMS 101

PIM SYSTEM

BENEFITS OF A PIM SYSTEM

Better manage thousands of products and images all in

one system.

ESCAPE DATA

OVERDRIVE

Update data in one spot and seamlessly distribute

to third party systems.

Create compelling descriptions and add more

attributes to sell more.

Format and share data with marketplaces, such as

Amazon, Wayfair, & Google.

SAVE

TIME & MONEY

MERCHANDISE

PRODUCTS

3RD PARTY

MARKETPLACES

QUESTIONS TO ASK WHEN CHOOSING A PIM SYSTEM

• Is it cloud-based or on-premise-based?

• Does it offer standard or customizable exports?

• Can you load and manage assets such as images, PDFs and other assets?

• What types of support packages are offered?

• Does it offer the features your company needs?

• What are the costs?

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LET’S SEE A PIM IN ACTION

Check out Joe’s Product FastLane demo at:

www.whereoware.com/blog/pfl-webinar-demo-slides/2017/03/

You can also see more details on Product Fastlane at:

www.productfastlane.com/

40http://www.productfastlane.com/

KEYTAKEAWAYS

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KEY TAKEAWAYS

• Clean data delivers a better user experience (UX)

• Compelling product descriptions increase sales

• Quickly cleanse data with Excel best practices

• A PIM system makes it easy to manage and share data across the web.

QUESTIONS?

Joe Harris

Partner, Development

Whereoware

Ray Allegrezza,

Business Consultant,

Former Editor in Chief of

Furniture Today

Want a demo of Product FastLane? Get in touch: sales@whereoware.com